It’s also as if all these people have forgotten that the collection will also be available online at 9am. They could all be in bed right now, warm, cosy, and with multiple laptops at the ready.

Across the pond in New York, the situation’s similarly nuts, with bloggers making a mad rush for all the stacks of printed t-shirts and snazzy jackets at a VIP pre-shop event last night.

NEW YORK, NY – NOVEMBER 02: Guests attend Kenzo x H&M VIP Pre-Shop Event on November 2, 2016 in New York City. (Photo by Ben Gabbe/Getty Images for H&M)

Is this crazy, considering that the majority of the collection is crazy bright, difficult to wear, and relatively pricey? Absolutely.

But that’s fashion, people.

(Picture: Michael Kovac/Getty Images for H&M)

So if you’re still thinking ‘hmm, I’d quite fancy getting some of that KENZO stuff’, be warned: it’s going to be pretty tricky unless you’ve been prepared for hours.

Shoppers, good luck. May you leave the store unscathed and with bags full of things you’re actually going to wear.

Ebayers, back off. I know your listings are already pre-listed and ready, but you’re ruining the fun for everyone else. May you leave the store empty-handed and disappointed.

9AM UPDATE: The collection’s just launched online and the stores are open. If you try to buy online right now, you’ll likely be greeted by a screen warning you about a ‘fashionable waiting time’. Right then.

(Picture: H&M)

Frustratingly, it doesn’t seem to update live, and you have to keep hitting ‘try again’ to get through.

People on Twitter don’t seem to be having any luck getting on to the site.

I did not wake up early when I could have had a lie in just for h&m to crash and not let me get a stupid kenzo top